The journey to a rebrand is starting. You’ve identified your organisation needs a refresh and now you’re wondering what the brief should look like.
As an agency strategist, I’ve read literally hundreds of client briefs. The best ones are comprehensive documents that give me a good understanding of your business objectives and your team’s expectations for the project.
A good client brief is essential for setting the foundations of a successful branding project. My wishlist for a brief includes many things, but I don’t expect you to have all the answers. A thorough sharing of information, and identifying where we might work together to fill in the gaps, is a great starting point.
Set clear objectives
The brief should clearly outline your objectives and what you hope to achieve through the branding project, whether it’s increasing brand awareness, launching a new product or repositioning in the market. To get you started you can use SMART as an effective way to develop your objectives, making them Specific, Measurable, Achievable, Relevant and Time-bound.
Consider team alignment, too. Are you a small group working closely, with a shared common vision for the project? Or part of a wider organisation with other departments to bring onboard? Will you be ‘reporting up’ and planning when to seek buy-in from the business? Or do you have the final say? This context helps us run the project in the most effective way.
Present audience insights
Understanding your audience is crucial for creating a brand strategy that resonates, and a good brief provides detailed information about them. This could include demographic data, psychographic characteristics, behaviours, preferences and any other relevant insights. From there, we can refine our understanding of the value you bring. What do you enable them to do? What do you provide that they can’t get elsewhere? And, for the most potent brands, what do you set them free to become? Think Nike, LEGO or Apple.